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December 16th, 2024
12 of this season’s best Out of home activations
Melanie Blood
Head of Ocean Labs, UK
Our agency and brand partners have really gone to town with a stellar selection of Out of home activations this quarter, using an array of creative formats and technical feats to dial up the entertainment across prime OOH locations.
1. Creating real magic
Download Coca-Cola elevates the nostalgia, using the might of its Piccadilly Lights residency to share the Christmas spirit. Created by Ocean Studio, its new DeepScreen® piece features the brand’s iconic 1931 Sundblom Santa Claus together with intricately designed snow globes complete with swirling snowflakes and detailed reflections as the frame ices up. Audiences can scan a QR code to start a personalised dialogue with Santa via AI enabled real-time conversations and image generation, creating their own personalised snow globes based on treasured family memories to share with them.
2. A noble quest
Download More than 46 brands have used our DeepScreen® format this year. Dream Games marked the release of its latest puzzle adventure, Royal Kingdom, with a gloriously detailed animation produced by Amplify. Featuring characters from the cast bursting through walls and out of the screen, this awesome spot amplifies the sheer wizardry of 3D DOOH.
3. A touch of sparkle
Download Diet Coke added a giant dash of sparkle to its ‘This is my taste’ autumn campaign using the scale of the BFI IMAX in London’s Waterloo for its bespoke LED special build which combined shiny mirror vinyl with the banner’s spectacular Edison lighting. Ocean’s original Ask for it by Name location, the IMAX remains one of the single biggest ticket items in the OOH world, and is still one of the very best creative canvases.
4. Spritz of success
Download Boots’ recent special build at Westfield London was enhanced with scent cannons to create a full sensory experience. This project combined five layered 2D beauty products and a 3D super-sized version of Kayali fragrance with a real spray mechanism. The billboard was captured by our social ready videography package and images shared on Instagram to show how Boots is making more room for beauty. In Edinburgh, the retailer has opted for Christmas banners at the entrance to St James Quarter.
5. On the scent
The premium fragrance industry is booming, becoming the fastest-growing category within the beauty market, with Gen Z leading the charge. YSL has tapped in this trend with a sophisticated takeover of Manchester Printworks and SkyLights, Europe’s biggest digital ceiling.
6. Game on
The entertainment category is also having a proper OOH moment. Electronic Arts and Bioware marked the global release of Dragon Age: The Veilguard with murals and small format OOH. You have to admire the theatrical poster artwork.
7. Heads off to Channel 4
Download 4Creative promoted Ben Wheatley’s outlandish zombie satire, Generation Z, with a conceptual trail which included a special build at the Four Dials, Westfield Stratford City. Serving up Gen Z in a novel way, the broadcaster’s gory interactive stunt put the audience on the menu.
8. Y not
Download No prizes for guessing which Paramount+ TV series marked its return with a smoking hot giant branding poker on Westfield London’s Pump Station site, complete with steam and dappled lighting. The Yellowstone installation featured cast members from the eagerly awaited neo-Western saga.
9. Spellbinding
Download There’s a constellation of creative talent behind the new musical movie Wicked. So where better to make a song and dance than Printworks SkyLights with its bewitchingly colourful nod to director Jon M Chu’s celebration of the power of friendship and diversity. You couldn’t find a better suited DOOH location for a film whose main anthem is about ‘defying gravity’. Wizard stuff.
10. Runway success
Download H&M has transformed Westfield Stratford City’s busy pedestrian bridge into a branded catwalk. Stretching an impressive 130 metres, the unmissable installation offers shoppers an array of fashion and Christmas gifting ideas. Timed to mark the reopening of H&M’s flagship London concept store on 21st November, following extensive renovations. A model partnership.
11. Driving it home
Download There are 15 vehicle react roadside locations across the UK all serving ads in real time to motorists with pinpoint accuracy and zero wastage. BMW’s latest campaign featured the brand’s digital concierge car protection service which offers customers peace of mind during the colder winter months. The ads were triggered whenever a BMW waited at the traffic lights in sight of a vehicle react location. BMW reserved 15,000 playouts across all 15 locations which were shown over a five week period, with London’s Holland Park Roundabout and Holloway Circus in Birmingham the two locations reaching the most drivers. The campaign returns in January.
12. Monumental
We’re thrilled to have helped pull off one of the best collaborations of 2024 alongside Paramount Pictures, Wavemaker and DOOH.com. Turning Piccadilly Lights to stone, five brand partners including TK Maxx, Trainline, Samsung and LEGO® marked the release of Ridley Scott’s Gladiator II by taking their ads back to AD 211. Equal in stature, the BFI IMAX was transformed into Rome’s Colosseum, complete with cast flags.
Epic DOOH at its absolute best.
Looking for some creative inspiration? To tap into the power of DOOH, email labs@oceanoutdoor.com.
